Hasbro and DeNA Team to Bring TRANSFORMERS Games to Mobile Devices Worldwide

DeNA to Release Multiple Titles Based on Blockbuster Franchise on
Mobage Network During Three-Year Exclusive Agreement

SAN FRANCISCO & PAWTUCKET, R.I.--(BUSINESS WIRE)--
DeNA Co., Ltd. (TSE: 2432) and Hasbro (NASDAQ: HAS) have entered into an
exclusive three-year agreement to develop and publish mobile games based
on the TRANSFORMERS™ franchise. The first TRANSFORMERS game from DeNA
will be released on the Mobage™ social gaming platform for iOS and
Android mobile devices worldwide, with the exception of Japan, later
this year.

"Our global platform has continued to thrive and grow, and we're now
investing in major entertainment IP," said Neil Young, Director of DeNA
and CEO of DeNA's U.S. subsidiary ngmoco, LLC. "TRANSFORMERS is a highly
beloved brand, with dynamic characters that are universally cherished by
fans. We are excited to bring the TRANSFORMERS world to life for mobile
gamers."

"DeNA is a proven global leader in mobile social games," said Mark
Blecher, GM and SVP, Hasbro Digital Media and Marketing. "We're
delighted to team-up with DeNA to offer a compelling TRANSFORMERS
experience on the leading mobile platforms. DeNA's innovative approach
to mobile gaming is a great fit with the TRANSFORMERS brand."

DeNA Co., Ltd. is a global Internet company focused on social games,
e-commerce and other Web services for mobile devices and PCs. DeNA's
current flagship business is its mobile social games platform Mobage,
which offers first-, second- and third-party games on four localized
user networks across Japan, China, South Korea and the rest of the
world. The original Mobage network in Japan currently serves over 40
million registered users with more than 2,000 titles. Founded in 1999 as
a small startup in Tokyo, DeNA currently has over 1,800 employees
worldwide working at offices and development studios in 16 cities across
11 countries and regions. The company generated annual sales of more
than 1.8 billion U.S. dollars in the fiscal year ended March 2012. DeNA
is listed on the Tokyo stock exchange (2432). For more information,
visit www.dena.jp/intl.

About Mobage

Mobage hosts over 50 third-party developer and ngmoco-developed games,
with many more titles in development. ngmoco's mobile social
entertainment network offers chart-topping apps including Tiny
Tower, Rage of Bahamut, Ninja Royale™ and many
popular games. Mobage supports games for everyone from city building
games like We Rule®, tocasual games such as Zombie
Farm® and Tiny Chef™, classic games including Blackjack!,
Touch Hockey®, to core-game titles such as Quests & Sorcery™,
DragonCraft™ and Blood Brothers™. Mobage games are
available on the Apple App Store and Google Play. Mobage
offers developers access to a suite of features to enhance their mobile
and social gaming experience, including a payment API, marketing support
and analytics tools. To learn more about Mobage, visit: http://mobage.com
or contact gamemakers@ngmoco.com.

About Hasbro's TRANSFORMERS brand

First introduced in 1984 by Hasbro and Takara Tomy, the TRANSFORMERS
brand has provided kids with hours of MORE THAN MEETS THE EYE fun with
their action figures that convert from robot to vehicles and back again.
Legions of kids around the world grew up creating fantastic adventures
and battles set on both the planet CYBERTRON and Earth that featured the
"good-guy" AUTOBOTS and the "bad-guy" DECEPTICONS. Since then, more than
7,500 robots have been introduced in animated TV series, comic books and
three live-action feature films.

ngmoco, DragonCraft, Quests & Sorcery and We Rule are registered
trademarks or trademarks of ngmoco, LLC in the United States and/or
other jurisdictions. Mobage, Blood Brothers, and Ninja Royale are the
registered trademarks or trademarks of DeNA Co., Ltd. in the United
States and/or other jurisdictions. TRANSFORMERS and all associated
characters are trademarks of Hasbro. Rage of Bahamut is a registered
trademark or trademark of Cygames, Inc. Apple, and App Store are
trademarks of Apple Inc. Android and Google Play are trademarks of
Google Inc. All other marks and names are trademarks of their respective
companies.